It's not easy being a comic fan these days and it's even harder to be a friend of one. There's so many bad comics out there that it's hard to avoid them. This is where you can help your friend. Keep them from making a mistake and buying a bad comic.
Keep them from buying AMAZING SPIDER-MAN.
Not only will you save your friend from a fate worse than death (reading a comic that doesn't respect them) but you will help send the only message that comic companies understand today: a financial one. It's been said on other blogs that the only thing that comic companies like Marvel and DC care about is $ale$ and, sadly, that is true. They really don't care about fans and what they want. All they care about is moving the most 'product' out the door every week. They know from past events that many comic fans may express outrage over a ret-con or stupid storyline (like Gwen Stacy's twins) but most of those fans will keep on buying the comic and that's the only thing that's important.
So, be a friend to your friend and save them from themselves. Show Joe Quesada and Marvel that, despite the hype and news, you don't like this new direction and refuse to have it shoved down your throat. Show your friend how buying an AMAZING SPIDER-MAN merely justifies the story to Q and Marvel. Explain to them how the only way to exact any lasting change at Marvel or DC is through their profit margins.
Remember, friends don't let friends buy AMAZING SPIDER-MAN.